Australian cherry growers have contributed financially to a new advertising campaign aimed at driving sales in the build up to Christmas.
The campaign is the brainchild of a consortium of Victorian growers including CherryHill Orchard, Koala Country Orchards, S J Pickworth Orchards, Wandin Valley Farm and Antico International.
The growers funded the campaign, with the help of the cherry industry's marketing levy.
Online marketing and a "perky" radio commercial will encourage consumers to swap sugary processed foods for healthy, flavourful cherries.
Over 500 radio commercials will run on popular stations including Mix 101.1, 2GB, 4BC and 3AW until 14 December, airing during premium timings to grab the attention of key target markets such as households’ main grocery buyers, older consumers who may benefit from cherries’ health properties and younger consumers interested in healthy snacking.
The campaign emphasises the fact that the cherry season only lasts for 100 days, and Stephen Riseborough from CherryHill Orchards, spokesperson for the Victorian consortium of growers, hopes the commercial will drum up a sense of urgency amongst consumers.
"The quality of cherries is high and so now is the perfect time for consumers to enjoy fresh local cherries. We are proud of our produce and believe this new marketing approach will keep Aussie cherries top of mind while supply is at its peak," he said.